Braze launches AI tools for marketers & European hosting

Braze has introduced a new set of artificial intelligence tools for marketers, including AI agents, a creative workflow product and European hosting for one of its decisioning services.

The additions focus on three products: BrazeAI Operator, BrazeAI Agent Console and Braze Creative Studio. They are intended to help marketing teams create campaigns, generate content, manage creative assets and build AI-driven workflows within the Braze platform.

BrazeAI Operator is an in-dashboard assistant designed to help marketers create campaigns, generate content and troubleshoot workflows. BrazeAI Agent Console is a central environment for building and managing custom AI agents for tasks such as personalisation, lead scoring, translation and data interpretation.

BrazeAI Decisioning Studio can now also be hosted in Europe through Google Cloud, a move aimed at companies that want customer data managed within the region to meet local data requirements.

Customer Examples

Braze highlighted several customers using the products. Dayuse, a platform for daytime hotel bookings, used BrazeAI Agent Console to generate messages at send time based on real-time customer information, including booking history, preferences and language.

According to Braze, the work led to a 90% increase in booking conversion rate, doubled incremental revenue for a key campaign and a 23% uplift in repeat engagement. Martin Juglair, CRM Manager at Dayuse, described the operational change behind the result.

"Personalization at this level across marketers used to require significant manual workload. With BrazeAI Agent Console, we were able to scale individualized messaging across languages and regions in a way that feels relevant to each customer. That shift has had a clear impact on how customers engage and return to our platform," said Juglair.

Cleo, a family care platform, used BrazeAI Operator to rebuild its welcome experience around individual member needs. Braze said the changes resulted in an 81% reduction in unsubscribes, a 97% drop in opt-outs on the first email, a 284% increase in app opens and a 124% lift in push notification engagement.

At the American Diabetes Association, the same tool was used to redesign an eCommerce journey from a single-message format into a multi-step process. Elaine Armbruster, Director of Digital Experience at the American Diabetes Association, said: "I felt like I was talking to someone who worked for Braze. It's my thought partner. I'm kind of addicted to it. I'm doing things that would have been completely impossible without the Operator."

Holly Jacobson, Senior Lifecycle Marketing Manager at Cleo, described how the tool was used during campaign development. "The Operator literally thought of ways of using customer data I hadn't even considered and incorporated it into advanced Liquid code. It prevented issues I wouldn't have caught until QA, and I wouldn't have known where to start troubleshooting," said Jacobson.

Creative Workflow

Braze Creative Studio connects campaign execution with design work by linking Braze with Canva and Figma. Marketers can import creative assets and email templates from those design tools directly into campaigns while using a central interface for templates, media libraries and brand guidelines.

The integration reflects a broader push by software suppliers to bring content production, automation and targeting into a single workflow. Marketing teams have increasingly sought tools that reduce the number of separate systems used to design assets, approve them and deploy them across channels.

Anwar Haneef, Head of Ecosystem at Canva, said the connection between visual design and customer activation was a key part of the collaboration. "The most exciting thing about agentic AI isn't what any single tool can do on its own, it's what opens up when the right tools work together. Canva AI gives agents the ability to generate and iterate on visuals at scale, and Braze gets that creative in front of the right audience at the right moment. Closing the loop from visual creation to customer activation is what marketing teams need to keep up, and this integration enables users to seamlessly publish their on-brand Canva assets to Braze while maintaining design integrity," said Haneef.

Ashley Auger, CRM Technical Manager, Growth at Mercari US, commented on the Figma plugin. "The new Figma plugin is a great workflow hack for marketers like me building asset-heavy campaigns or landing pages on tight deadlines. We all know the headache of juggling multiple tabs just to get one task done, and this tool eliminates that friction by uploading images in a single click. It's simple, but I rely on it daily to save several minutes on each project," said Auger.

Competitive Pressure

The latest release comes as software companies race to embed generative AI and automation into marketing platforms. Vendors across customer engagement, advertising and design software have been introducing assistants, agents and automated decisioning tools as clients seek to reduce manual work while increasing personalisation.

Bill Magnuson, cofounder and chief executive officer of Braze, said the company's focus was on putting working tools into marketers' hands. "The world's largest and most sophisticated brands are choosing Braze to drive their AI transformation during this period of rapidly evolving disruption and opportunity. But for AI to matter, it has to be more than a promise. It has to work, at scale, and be enterprise-ready," said Magnuson.

"Braze is putting powerful, production-ready AI and creative tools directly into the hands of marketers to amplify their impact and define their competitive edge. Our new tools are live, the technology is proven, and the brands that seize this moment will build the businesses that customers remember," he added.